Abstract

Current condition of business competition becomes more intense, every
company should be able to survive, and continue to grow. One important thing that
has to be done and considered by every company is to maintain existing customers
and continue to work on new potential customers, so they won’t move to another
company.
The objectives in this study are as follows: analyzing the influence of brand
image on brand loyalty PT. Indosat GSM prepaid card, analyzing the influence of
service quality on brand royalty PT. Indosat GSM prepaid card, analyzing the
influence of perceived value on brand loyalty PT. Indosat GSM prepaid card.
This study uses explanatory research type. Target in this study is the 17th
year’s old customer who lives in Semarang and has used PT. Indosat product for
more than 2 years. Then, 100 people taken as sample and non-random sampling
technique is used. Analysis tools used are validity test, reliability test, classic
assumptions test, multiple regression analysis, hypothesis test, coefficient
determination.
Based on the research conducted, the following conclusions can be made:
brand image significantly influences on brand loyalty by customers, it means that if
the brand image is more strategic, the brand loyalty will increase; service quality
significantly influences on brand loyalty by customers, it means that if service quality
is better, the brand loyalty will increase. Perceived value significantly influences on
brand loyalty by customers, it means that if the perceived value is increasing, the
brand loyalty will increase. Value of coefficient determination (Adjusted R Square) is
equal to 0.702 or 70.2%, means contribution of the brand image variables (X1),
service quality (X2) and perceived value (X3) on Brand loyalty (Y) and the remaining
29.8% is influenced by other factors